(Entertainment-NewsWire.com, July 27, 2013 ) Roanoke, VA -- The Journal of Consumer Culture reported that researchers found that even as the anxiety around commercial excess has surrounded the emphasis of DIY, motherly competition now relies more on time and effort than the amount of money expended.
The study was done on a 15-year analysis of magazine advertisements, cultural discourse around children and interviews of mothers of kids elementary school aged. The authors found that keeping commercialism out of their kids’ birthday parties was important, but that their own effort could never be too excessive. One mother in an interview said in the study, “if I make it, it doesn’t seem so excessive as if I’d bought it, and if I buy things, it just doesn’t seem if you’ve put in the same effort.”
The researchers concluded that mothers push back commercialism, not because they are trying to make a statement against the consumption of equipment, but rather they want to focus on the labor they need to create the “homemade” feel of birthday parties.
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